Chief product officer Julia Alekseeva explains how the supplier’s Three Game Worlds concept has become a central part of how BGaming develops and positions its portfolio
The online gaming industry does not have a shortage of games. It has a shortage of clarity.
With hundreds of thousands of titles available in the iGaming market, operators face a simple yet increasingly difficult question: what is each game supposed to do for their business?
A traditional game catalog leaves much of that work to the operator. Teams have to decide which titles can help bring in new players, keep them engaged, build GGR, and move players towards other products. As portfolios continue to grow, making these decisions becomes harder.
BGaming took a different approach. Instead of treating its portfolio as a single catalog, the studio divided it into three distinct game worlds – Casual, Classic, and Entertainment – each designed around a different role meeting specific operators’ business goals.
The concept was first introduced in 2025. Since then, it has become a central part of how BGaming develops and positions its portfolio.
According to Julia Alekseeva, CPO at BGaming, the decision was not driven by marketing segmentation alone. It came from looking at how the games were already performing:
“When we looked at our portfolio, we saw that our games were already doing three different jobs,” she said. “Some were particularly strong at bringing in new players, others at building reach and engagement, while others were much stronger at retention. We decided to make those roles clear instead of asking operators to figure them out from a catalog.”
Why do Three Game Worlds work differently?
Once BGaming started looking at the portfolio this way, it also became clear that these three groups needed different priorities.
A game that is good at bringing in a new player should not be judged in exactly the same way as a game that keeps an existing user playing for longer. The same applies to games that work particularly well with streamers or help players discover other parts of a casino.
So BGaming set different goals for each world:
- Casual focuses on easy entry and first-session activity.
- Entertainment puts more weight on reach, discovery, and engagement.
- Classic is built around retention and long-term player value.
This is also how the teams behind the worlds are organized. Each has its own product team and a clear focus, so the idea is built into game development from the start. It is not a label added to a game once it is ready to launch.
For operators, that makes the portfolio easier to read. Instead of looking at a list of titles and trying to work out what each one might be good for, they can start with a business need and see which part of the portfolio is relevant.
“We wanted to be honest about the fact that different games are good at different things,” said Alekseeva. “That sounds obvious, but it changes how you develop, measure, and present a portfolio.”
Casual: players in, fast
The Casual world is built around acquisition and activation.
Its instant-win and crash games are designed to be easy to understand, quick to play, and accessible from the first session. Lightweight gameplay and mobile-first formats make titles such as Aviamasters 2, Plinko 2, Penalty Duel with Júlio César, Chicken Shot, Fishing Time, and others suitable for players who may not yet have a strong preference for traditional slots.
The aim is to reduce the distance between arriving at an operator and starting to play.
The performance of Aviamasters illustrates the potential of this approach. Viktoras Ivanovas, product manager at Softsich, noted that the game continued to gain momentum and deliver steady results even after a year on the market. It’s an indication that its appeal was not limited to an initial launch period.
Fishing Time provides another example of how a Casual title can contribute beyond its own performance. For TopX, the game recorded a high average bet for a Casual title, while around 50% of players went on to play slots after playing Fishing Time. In Malaysia, the title generated more than $1.1 million in revenue over a couple of months.
The result is particularly relevant to the role BGaming assigns to Casual games: they can work as standalone products while also introducing players to the wider casino portfolio.
For affiliates and media partners, the same characteristics can make these titles easier to use in acquisition campaigns, particularly when the objective is to create an entry point for audiences that may not immediately respond to traditional slot content.
Classic: built to keep
If Casual is focused on bringing players into the ecosystem and Entertainment is focused on reach and discovery, the Classic world addresses another part of the cycle: retention.
These are familiar slot experiences built around mechanics and themes that established slot players already understand. They are particularly relevant for Tier 1 and regulated markets, where players often have clear preferences and successful titles can remain in lobbies for long periods.
The performance of Hot Chilli Bells on the UpGaming platform shows what this can look like in practice. From April through June, the title ranked #1 among BGaming games by Bet EUR, GGR, and number of bets every month. It also significantly outperformed the platform benchmark on retention, with D1 retention 66% higher, D3 54% higher,and D7 229% higher. Median session duration was 136% above the benchmark.
Other leading titles in the world include Burning Chilli 243, Bling Blitz Diamond Drop, Royal Beellion Hold and Win, and Grand Buffalo Hold & Win.
The Classic world is also designed to work with market-specific player preferences. Doxa, for example, used Burning Chilli X in Chile, Joker’s Million, Joker X Love, and Joker Queen in Argentina, and Wild Cash and All-Star Fruits in Mexico.
The targeted selection brought traffic in line with the operator’s target OAS metrics, while strong average bets and session duration helped build high-value player cohorts.
Entertainment: made to go viral
The Entertainment world keeps digital-first players engaged.
These titles are built with reach, player discovery, and engagement in mind, with a strong focus on games that can perform in the streaming ecosystem. The world includes Merge Up 2, Aztec Clusters, Bonanza Billion XTreme, Gemhalla, Clash of Gods: Anubis vs Hades, and more.
Streaming performance provides one clear measure of that reach. According to Casinolytics Streaming Intelligence, BGaming recorded 56,585 minutes of casino streaming airtime between March and June 2026, placing it sixth worldwide.
Sebastian Khalighy, COO at Casinolytics, highlighted titles such as Aztec Clusters, Snoop Dogg Dollars, and Merge Up as examples of how BGaming’s Entertainment games can turn streaming visibility into sustained audience engagement and player discovery.
The value of this world is not limited to streamers, however. At Stake, Merge Up 2 has proven popular with both VIP and new players. Its patented merge mechanic has helped make it one of BGaming’s reliable performers at the operator.
That combination matters for operators and affiliates looking beyond a single acquisition campaign. Entertainment titles can create visibility around a game, attract attention from new audiences, and give players a reason to explore the portfolio.
One Growth Engine
The value of these three game worlds is in how they work together. A player can enter through a Casual game, discover BGaming through an Entertainment title, and later move to Classic slots. The same portfolio can support different stages of the player journey without treating each game as a separate product.
This creates a connected flow between acquisition, discovery, engagement, and retention — with each world supporting the others.
“For BGaming, three game worlds are not three separate portfolios. They are parts of one system, where each world can create opportunities for another,” added Alekseeva.
Three Game Worlds return to SBC Summit
BGaming will bring the Three Game Worlds concept back to SBC Summit 2026 in Lisbon, taking place from September 28 to October 1.
At Stand B301, visitors can explore the three worlds and see how their distinct roles come together within a single portfolio.
In an iGaming market where the number of games continues to rise, BGaming’s proposition helps make that choice more useful: fewer questions about what the catalog contains and more clarity about what each game can do for the business.